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PPC (Pay Per Click) advertising has been around almost as long as the internet has, and like everything else on the internet, it has evolved over time to change with the technology and nature of the marketing landscape.  Perhaps the most significant change in the PPC world in recent years has been the emergence of PPC automation.

In a nutshell, PPC automation makes use of artificial intelligence technology to adapt to various metrics and conditions without requiring the intervention of a human.  Since most companies are on a constant lookout for new ways to automate their business processes, it was only natural for the advertising industry to get in on the game.

Let’s look at some of the ways PPC automation makes it possible for PPC campaigns to automate and intelligently adjust their behavior, and provide advertisers with the best, and most cost-efficient, experience.

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Pause ads that aren’t performing well.

You could be running multiple campaigns targeted at different demographic groups.  Or, you could be running a live split test, or just want to make sure you’re not wasting money on campaigns that aren’t bearing fruit.  Regardless of the reason, PPC automation allows the campaign to automatically disable ads that aren’t meeting your minimum performance criteria while diverting resources to the ones that are getting the best results.

Automate your bidding strategy.

By automating bidding, you are able to include massive amounts of data that a human just wouldn’t ever have the time to track to the point of usability.  PPC automation not only does that, but can also learn your audience’s behavior over time, and adjust your bidding strategy accordingly for maximum benefit. 

Dynamic creation of search ads.

One of the new tricks Google has up its sleeve is dynamic search ads, which are literally ads created directly in response to your search queries.  For example, if you do a search for hockey equipment, Google can generate an announcement that will send those who click directly to a relevant page on your website.  This is an excellent tool because it can include searches on keywords you might not have explicitly included in your SEO strategy. 

Increase the efficiency of your PPC marketing agency.

Despite any fears you may have that PPC automation will do to your industry what it has done to every other industry in history (that is, remove the need to have humans doing it), the reality is that it actually makes your contributions more valuable.  By becoming fluent in PPC automation tools, you can manage the fine details of your PPC campaigns like never before to drastically reduce the overall cost of a lead.

Don’t forget, you still have plenty of experience in this field that people without your background don’t, and all PPC automation does is make your job more comfortable to do.  You still need the skills to know how to target segments of your client’s audience for maximum return, and automation helps you do that without leaving out elements that could otherwise be considered too time-consuming.

Conclusion
PPC automation is here, and it’s already changing the way online advertising is done.  By following the tips above, you can make sure you aren’t left behind and are able to maintain and even grow your position as a top-notch PPC management agency.

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